KISQALI
MORE than breast cancer
CHALLENGE:
People with breast cancer, regardless of stage, long for a semblance of normalcy. They want to feel like the person they really are, not just a patient
INSIGHT:
While the desire for normalcy manifests differently at different points along the breast cancer continuum. Early breast cancer patients don’t want to be a patient anymore and metastatic patients just don’t want to be a patient again, living with breast cancer as a person is complicated and contradictory: It’s okay to not be okay.
SOLUTION:
I created the MORE campaign as a celebration of the person, not just the patient, recognizing women and honoring their stories by delivering intimate, authentic, and honest representation of living a life that is more than just breast cancer.
The goal was to honor the resilience of these women and step into the breast cancer conversation with empathy for the messy and deep personal realities people face. Creating work that makes people feel seen, heard, and understood by building the emotional recognition that drives lasting behavioral shifts. Or in marketing speak, “TRANSFORMING A LIFE DEFINED BY BREAST CANCER INTO A LIFE FILLED WITH LIVING.”
RESULTS:
Consumers responded to the personal storytelling and real-life moments, calling out the focus on family, milestones, and continuing life despite a cancer diagnosis. The campaign received strong emotional responses while clearly communicating treatment information, which drove Persuasion scores 52 points above the category norm into the 95th percentile.
